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广告，是生产者与消费者之间的一种沟通理念和沟通方式。广告的目的就是为了迎合消费者，赢得消费者的购买欲，以使消费者购买或使用生产商所提供的特定的商品。生产者从事广告活动时,有一个目标,刺激消费者的消费需求，提高产品销售的产品服务。这也就是生产商为什么要针对特定的目标群体竭尽全力制作极具说服力的广告作品。

制作广告的这种做法已经成为我们日常生活不可或缺的一部分。我们很难想象如果一个出版物或一些事件没有广告形式的衬托会是怎样。电视节目与电影或电影节目中都穿插着广告,试图抓住观众的注意力。社会中的这一做法对社会的影响力不可低估。广告对成人消费者有极大的影响力。这些广告不仅可以调整生活方式,增加消费，而且对于儿童的吸引力更为强烈，尤其是那些低于15岁的儿童。

Advertisement can be conceptualized as one of communication that emanates from the producer targeted at the consumer. The aim is to prevail over the consumer so that he can consume or purchase the specific product that is been offered by the producer. The producer, when embarking on the advertisement campaign, has one goal on mind; to stimulate demand for his product or service. That is perhaps the reason why the advert has to be as persuasive as possible and tailored for the consumption of a certain target clientele.

This practice has become an integral part of our everyday life. It is hard to conceptualize any publication or any event that is devoid of at least one form of advert. Television programs together with cinema or movie programs are peppered with commercials that are trying to capture the attention of the viewer. The effect of this practice in the society cannot be downplayed. Advertisement has considerable effects on the adult consumer. These range from adjustment of lifestyle, increased consumption amongst others. But perhaps the greater influence or effects of these practice is to be found among the children, especially those who are below the age of fifteen years.

There has been a spike in the number of adverts and other commercials that are targeted at the child consumer. Producers have awoken to the fact that there is a whole basket of unexploited consumers out there amongst the children. That is why they have come up with adverts that tailored for this specific consumer. Apart from these commercials that are targeted specifically at them, children also fall prey to the adverts that are targeted at their parents or for adults in the society. This has raised concerns on the effects of advertising on children. These effects range from behavioral, psychological and cognitive. This literature review is going to examine these effects and whether they are positive or negative. The extent of these impacts will also be examined.

1.1: Objectives of the Literature Review

The writer will be guided by one major objective throughout the literature review: The psychological and behavioral impact of advertising on children. The analysis will be those adverts that are targeted at the child consumer and also those that are targeted at the adult consumer but in one way or the other, the children become exposed to them. To achieve this objective, the writer will be guided by several specific objectives as listed below:

Understanding of advertising intent amongst the adolescents

Level of exposure to advertising in children

Health effects of advertising to children

Effects of advertising on children’s cognitive development

Psychological effects of advertising on children

Purchasing behavior

Increase commercialization

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